The first question you should ask yourself before writing a featured article or a press release is "why am I writing this?" Too often, people do not think of creative reasons to send press releases so they follow the same, old tired pattern of who, what, why, where and when. While these five questions should certainly be answered in the press release, when appropriate, a more creative approach makes for fresher copy.

1.	Keep the length a maximum of one page unless absolutely necessary.
2.	Tell about your products or services in one or two clear sentences.
3.	Create an angle of interest.
4.	Attract your reader with your title.
5.	Use active verbs to enliven your release.
6.	Follow rules of grammar and style as you would for any piece of writing.
7.	Use timely information, preferably related to current events or trends.
8.	Make every word count and count every word.
9.	Make sure your releases get broad coverage with national and regional publications, radio and
	television stations, internet publications and all potential clients.
10.	Avoid excessive use of adjectives, adverbs and fancy language.
11.	Include ample contact information: name, address, phone, after-hours phone, fax, email, Website.

	We have been emphasizing the importance of brevity in press releases and most often recommend one-page, with occasional reason to extend to two or even three pages. Another option is to add a one-page fact sheet to your release if you need to give specific lists of information. Since lists, in general, are not interesting to read and often distract the reader from the main text, it is best to use a fact sheet when you want to itemize facts or figures.
The next time you write a release or a featured article keep the main focus on the following items. They will help you to write an interesting article:

1.	Don't write sloppily. Spell check! Spell check! Spell check! Sounds simple but you'd be surprised
	at how many people neglect it. Bad spelling and/or grammar are a turnoff.
2.	Don't start out with mundane facts. Grab the reader's attention immediately with something new,
	something unique or just a new twist to old facts.
3.	Don't write about something you are not 100% familiar with. Have a passion for your subject or
	find someone who does.
4.	Don't tell about your product/service without briefly describing your business.
5.	Don't leave the reader hanging. Be sure and include contacts such as name, telephone number,
	fax number, e-mail address, company product and reply address (optional.)